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Aimy: from Cambridge University’s Brilliance in Maldives to disrupting hospitality marketing

Maldives has made significant progress on gender equity and equality in recent years. But there is still a lot has to be done; limited opportunities and information for women, and cultural barriers, restrict the choices available to them. In addition, limited resources, cultural barriers and in some cases conservative religious groups combine to restrict the participation and leadership of women in society and business.
A 2010 study found that Maldivian women are the least employed demographic in the resort industry, accounting for only three per cent of the total eight per cent of female workers at resorts in 2010. Local and foreign men constitute 92 per cent of the industry. According to the study’s findings, “culture, religion, and women’s role in the family, the role of the family, safety, geographical spread, transportation, education and awareness” were the main factors preventing women from seeking resort employment at the time.

It was true for Aminath ‘Aimy’ Rausha Haadhee when she decided to join the hospitality industry right after high school. The social stigma of women working in resorts got in the way, with some amongst her family and friends suggesting her to look elsewhere for her career prospect. Some even thought she was making a mistake by moving to an island from capital Male — where most Maldivians go looking for better opportunities. They thought as a straight A student, she could do much better by choosing a career like business management.
But Aimy knew what she wanted to do. So, moving back to her native atoll of Addu after A-Levels and taking up a job at the neighbouring Shangri-La’s Villingi Resort & Spa was a natural start to her dream career. Her dislike of living in the busy, stressful capital city made it easier!
Maldives Insider sits with Aimy, the Public Relations Manager at LUX* North Male Atoll, to find out about her rewarding career, and to gain an insight into the opportunities and challenges faced by locals, especially women in the hospitality industry.
Maldives Insider: How did you get your start in the industry?
Aimy: I actually wanted to study tourism management but my dad and I had to always disagree on it. He thought I should study business management because I was amongst the first Maldivians to get Cambridge Brilliance Award in Commerce in my O-Levels.
MI: How would you describe your first few years in the industry?
A: I finished my A-Levels in 2009 and joined Shangri-La’s Villingili Resort in 2010 as a reservations agent. I spent one and a half years there before going to Malaysia to do my Bachelors Degree in International Business Management. I did an internship in front office at Conrad Maldives Rangali Island during my summer break in 2012. I graduated on August 16, 2014. On August 22, I was already in Cheval Blanc Randheli.
MI: What made you shift your career to sales and marketing?
Even though I was in reservations at Randheli, I was really interested in sales. And I was already doing PR and social media marketing as a hobby. It’s something I’ve always wanted to do. If you’re in reservations, you’re very much linked to the agents. It’s up to you to develop your skills in sales. I wanted to learn both marketing and sales. Marketing is more interesting to me because I’m really fascinated by digital and social media marketing, which were my favourite modules at university.
I found an opportunity at Gili Lankafushi for a sales and marketing executive. It was a tempting opportunity because I could do both sales and marketing. So I took the job in 2017. The work environment at Gili Lankanfushi was very open; you could play with your creativity. My Marketing Communications Manager, Tammy Gan, was a very experienced and strong marketing and communication professional, and she pushed me every single time to do better. She’d always ask me, “Why don’t you do it a little differently?” We had a fantastic relationship, so she delegated a lot of tasks to me. That’s how I learned a lot so quickly.
I wasn’t sure if I wanted to make the shift from reservations and sales to marketing, but it all just came to me when I got into the field. It’s the best fit for me.

MI: How has your career advanced over the years?
A: In December 2018, I got the chance to move to LUX* Resorts. I didn’t think I would leave Gili because the people and work environment there were just non-existent elsewhere. But since LUX* North Male is in development and I’ve never had pre-opening experience, I took the chance.
I joined LUX* North Male Atoll in December. From the very first moment I took up the job, I was neck deep in a variety of things. We were doing sales, all the while getting ready for our #Firstontheisland campaign. That campaign was a wonderful experience. We had a team of about 25 influencers and journalists on the island for four nights. I was managing all of our official social media handles. I’d be getting 40 messages on Instagram alone. That’s on top of taking care of the itineraries, hosting people, doing the admin work and handling sales.
I consider the PR and marketing side of LUX* North Male Atoll as my baby. I remember the first time I came to the island. Since it was in construction stage there were cranes and all sorts of machineries on the island. A lot of people in the industry were betting against us too; they were saying that the resort wouldn’t open and that it wouldn’t be a ‘wow’ property. But the moment I stepped foot inside a villa, I knew I could market it and sell it very easily. Our Instagram reach is proof of that; in a short period of time, we’ve been able to achieve one of the highest levels of following and engagement amongst Maldivian resorts.

MI: What would you say is the secret behind your success?
A: I’ve been giving a lot of commitment and dedication to my work. My work day runs easily to 13-15 hours. There was this one time during my first few weeks at Randheli when a lot of my colleagues in reservations were leaving. I was left alone to handle everything related to reservations for almost five months. I had to handle all agent bookings, special requests and seaplane movements.
When I see the results of what I do — when I stay up for 12 hours to finish my work and it looks perfect — it gives me a great deal of satisfaction. There was this one time during last Ramadan when we did a photoshoot and I had to wake up at 4am and stay with the photographer until 6pm every single day for four days straight. But I loved it!
MI: Has the situation improved for locals, especially women, working in the industry?
A: It’s really difficult for locals to get jobs in the industry, especially when I joined. For me, it took about six months and countless applications to land a job.
It’s improved a little because we can see more and more locals, especially women in the industry. Then again it’s still not easy. I think a lot of international companies see Maldives as a small country and assume that the people will be narrow-minded. But if you really look at it, our literacy rate is one of the best in the world and we’ve more degree holders than most of our neighbours and similar island nations.
MI: What should be done to improve the situation?
A: It’s a work in progress. Things are improving but a lot more needs to be done. A lot of resorts still prefer foreigners over locals, especially for managerial positions. Many qualified people are being rejected countless times, only to find out that someone who isn’t even qualified and has lesser experience has been hired for the post. So, even with experience and education, it’s still difficult for Maldivians to get jobs.
Hospitality jobs used to be a blue collar job, but it’s no longer the same. I notice a lot of youngsters in the industry who work hard — even those that don’t have to work because they get rental income from their houses in Male — but they get a limited number of opportunities to grow their career. So, leaders in the industry need to let the young generation take lead. They need to create opportunities for Maldivians to take up managerial positions.
For me, what I’ve noticed is that if you didn’t move, you’d be in the same place.

MI: What would you say to young Maldivians, especially women who want to join the industry?
A: If you want to do it, just go for it. It opens a lot of doors for you. Working a desk job in Male maybe simple with less challenges, but if you go into the tourism industry it lets you explore yourself and the world around you.
MI: What do you plan on doing in your future?
A: I live by the words of Walt Disney, ‘It’s always fun to do the impossible’.
For me, most of the ideas come from people and the stories they share. I want to tell the untold stories of the ordinary people making it all possible. I’m currently working on a series of stories that showcases the talent of our team members. I think everyone has a story to tell and focusing on their soft side and their experiences will make the guests’ holiday experience more personal.
From a young age, my dream has been to disrupt the industry; t0 do something nobody in the industry has ever done. I don’t know how I’m gonna do it, but I know I will someday.
Featured
SO/ Maldives unveils restorative wellness journey with Holistic Healer Karan Kumar

SO/ Maldives, the avant-garde private island retreat nestled in the Emboodhoo Lagoon, has announced a deeply restorative wellness journey for the wet season. This immersive experience is spearheaded by renowned Certified Holistic Healer, Karan Kumar, in collaboration with the resort’s resident wellness team.
Located just 15 minutes by speedboat from Malé International Airport, SO/ Maldives blends high fashion with holistic living, offering a bold and stylish take on island luxury. The resort comprises 80 individually designed villas—ranging from beachfront sanctuaries to overwater havens—all boasting panoramic views, complete privacy, and vibrant marine surroundings. Every element of the property is curated to appeal to modern travelers seeking indulgence, creativity, and connection.
At the heart of the resort lies the SO/ Wellness Camp, a sanctuary where cutting-edge design meets nature to provide a transformative escape. More than a traditional spa, this tranquil retreat delivers a full-body and mind experience. Guests are invited to unwind in contemporary, organic-inspired treatment rooms featuring amenities such as a Vichy rainforest shower, steam and sauna rooms, and a state-of-the-art fitness center with sweeping ocean views. The spa’s architectural design is inspired by the gentle movement of water and the island’s natural contours, creating a space that is simultaneously grounding and ethereal.
Central to the wellness offering is a curated selection of therapies that balance ancient practices with modern innovation. Programming includes sound therapy using full moon singing bowls, high-tech facials that combine astrology with skincare, and other bespoke rituals designed to restore and inspire. Whether seeking deep relaxation or a revitalizing boost, SO/ Spa offers guests a chance to reconnect with themselves in an environment that’s as stylish as it is serene.
As part of this season’s programming, guests can access personalised healing sessions at the SO/ Wellness Centre led by Karan Kumar. With over six years of experience, Kumar brings together Ayurveda, Reiki, Energy Healing, and mind-body therapies in a powerful integrative approach. His one-on-one sessions aim to address physical pain, emotional trauma, and energetic imbalances while unlocking each guest’s potential for joy, clarity, and inner strength.
Each session is intuitively tailored, creating a compassionate space for healing and introspection. Guests are encouraged to slow down, reconnect with their inner selves, and rediscover a vibrant sense of balance and wellness.
Featured
Yoga Day marked with soulful island practice at Cinnamon Velifushi Maldives

In honour of International Yoga Day, Cinnamon Velifushi Maldives hosted a serene yoga session on its pool deck, inviting both in-house guests and resort colleagues to begin their day with mindfulness, movement, and meaning. Set against the tranquil backdrop of the Indian Ocean, the session offered participants a chance to embrace the physical, mental, and emotional benefits of yoga in a uniquely immersive natural setting.
Led by resident yoga instructor Malvika Pant, the morning session encouraged attendees to step away from their daily routines and reconnect with themselves through breathwork and gentle movement. “Yoga isn’t just a practice,” said Malvika. “It’s a way of returning to yourself. Here at Cinnamon Velifushi Maldives, with the sea breeze in your hair and the sound of the waves close by, even a few mindful stretches can feel like a profound reset. Nature supports the journey inward.”
The session drew participants from around the world, including both seasoned yoga enthusiasts and first-time practitioners. One guest shared, “I’ve done yoga before, but this was different—more peaceful, more connected. Doing sun salutations with the ocean in front of you and no distractions around is something I’ll carry with me long after I leave.”
Beyond marking the global celebration of yoga, the event showcased the resort’s ongoing commitment to wellness. Cinnamon Velifushi Maldives offers a variety of well-being experiences throughout the year, from early morning yoga flows and sunset meditations to personalised one-on-one sessions tailored to individual needs.
As holistic wellness continues to shape global travel trends, Cinnamon Velifushi Maldives provides a distinctive retreat where guests can reconnect with themselves and the natural world—one breath at a time.
Featured
Sun Siyam Iru Veli debuts Wellness in Motion Week with beach runs and expert-led yoga

Sun Siyam Iru Veli recently hosted its inaugural ‘Wellness in Motion Week,’ welcoming guests, local wellness leaders, and global experts for a curated celebration of movement, mindfulness, and holistic reconnection in the heart of the Maldives. The week-long programme attracted over 150 participants, offering a series of transformative events aimed at promoting deeper wellbeing in harmony with nature.
To commemorate Global Wellness Day, the island held the first-ever Maldives Wellness Run in partnership with iRunners Maldives on June 14th. Set against the stunning backdrop of the shoreline, the 4-kilometre beach run featured over 85 guests and team members, who completed an invigorating course around the island. Embracing the theme #ReconnectMagenta, participants were encouraged to connect with themselves, their community, and the surrounding environment through intentional movement and breath.
Central to the week were intimate Mind & Body sessions led by two international wellness experts. Marina Violinha, a holistic women’s health and fitness specialist, conducted a sunset yoga session and an interactive talk at Magoodhoo Beach, guiding attendees in exploring feminine strength and emotional balance. Meanwhile, Shane Seery, an award-winning executive health coach, offered functional movement coaching on the resort’s tennis courts, combining personalised support with outdoor flow.
On June 20th, 88 team members took part in a sunrise yoga session led by the resort’s spa team. This gathering aligned with the global theme ‘Yoga for One Earth, One Health,’ highlighting the resort’s commitment to wellbeing as a shared value among both staff and guests.
The week concluded on International Yoga Day (June 21st) with a serene sunrise yoga and wellness ceremony at Turtle Beach. Facing the Indian Ocean, participants welcomed the day in stillness and unity.
Through Wellness in Motion Week, Sun Siyam Iru Veli underscored its dedication to offering meaningful, restorative experiences where nature, culture, and conscious living converge. From sunrise yoga sessions and barefoot beach runs to expert-led coaching and immersive spa rituals, the resort continues to redefine island wellness and rejuvenation.
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